Going Local: The Real Winners in China’s Online Space
How can Western brands engage China’s 500 million online consumers? By drawing on local expertise, explains the China Observer’s Joel Backaler.
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About Joel Backaler
Joel Backaler is founder of the China Observer, the premier source of actionable insight into marketing and consumer trends in China. A fluent Mandarin-speaker and former Fulbright Scholar, Joel’s experience ranges from consulting for a Chinese ‘Twitter clone’ in Beijing, to restructuring Chinese state-owned enterprises preparing for international expansion, and heading Asia Pacific operations for a global consulting firm. Follow @JoelBackaler
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